Mobile pay is everywhere. After the initial foray into the sector by Apple in 2014, brand after brand has followed suit. The concept was initially driven by technology giants like Google and Samsung, with others entering the market soon after with their own innovations around the mobile pay system.
Setting the tone for the next wave of mobile wallet implementation is Kohl’s, which finds itself in an exclusive group of retailers that offers mobile payment through their mobile apps. The feature will be integrated into the existing Kohl’s app, and will operate through the Kohl’s Charge private label credit card.
The move is another step in moving loyalty programs entirely to digital, a trend that has picked up steam recently and seeks to solve the issue of disengagement due to the hassle of keeping track of and swiping physical loyalty cards.
The Yes2You Rewards program and Kohl’s Cash will be automatically applied within the app as well, bringing together the entire Kohl’s payment experience into a single app. Apps continue to grow as a tool for customer engagement, with Smart Insights data noting that 90% of time spent viewing mobile media was done through an app.
The convenience of the payment solution can’t be overstated: as more customers fall away from loyalty programs simply due to the amount of hassle required to engage with it, Kohl’s has designed the new system to work almost entirely passively while providing the same value to consumers.
“Kohl’s Pay truly redefines convenience for our loyal Kohl’s Charge customers by simplifying the checkout and payment experience – making it easier than ever to shop in store this holiday season,” said Ratnakar Lavu, Kohl’s chief technology officer. “We’re combining value and convenience by bringing together the incredible savings opportunities that our customers love like Kohl’s Cash and our Yes2You Rewards loyalty program with the ability to pay with a Kohl’s Charge, all from your mobile device.”
Walmart was the first retailer to launch its own payment solution in late 2015, blazing a trail for chains like Kohl’s to follow in its footsteps. The advantage of a standalone mobile payment channel is clear: It encourages engagement with the retailer’s app, while simultaneously providing a boost to customer experience through the now-seamless checkout process.